The Central Consumer Protection Authority (CCPA) has fined Storia Foods and Beverages Pvt Ltd and Mrs. Bectors Food Specialities Limited for deceptive advertising practices involving ‘100 per cent’ claims on food products. Both companies have been instructed to cease using these claims on their products and digital platforms immediately. The penalties, amounting to Rs 1 lakh each, were imposed under the Consumer Protection Act, 2019, and the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022.
The CCPA emphasized that the term ‘100 per cent’ should accurately represent the actual composition of a product and not be used loosely for marketing purposes. Storia Foods’ advertisements for ‘100 per cent Tender Coconut Water’ and various ‘100 per cent Juice’ variants, including pomegranate, mixed fruit, mango, and guava chilli flavors, were scrutinized by the watchdog. The investigation revealed that the ‘100 per cent Tender Coconut Water’ product was made using coconut water concentrate mixed with water and contained preservative INS 202, which was not clearly disclosed on the label.
English Oven, another company under scrutiny, faced allegations for advertising products like ‘100 per cent Atta Bread’ and ‘100 per cent Whole Wheat Bread’ while admitting during the inquiry that these products contained only 87 per cent whole wheat flour. The CCPA ruled that such products cannot be labeled as ‘100 per cent’ if they do not consist entirely of the claimed ingredient. Moreover, the authority flagged the misleading impression created by claims like ‘Zero Maida’ alongside ‘100 per cent Whole Wheat Bread,’ as it implied the absence of other ingredients.
The government stressed the importance of truthful and non-deceptive advertising, especially concerning product composition, quality, and health benefits. It reiterated its commitment to taking stringent action against misleading advertisements that undermine consumers’ right to make informed choices.
